生态时尚购买意愿和支付意愿的决定因素

Q1 Business, Management and Accounting
M. Farzin, H. Shababi, Golnoosh Shirchi Sasi, Marzieh Sadeghi, Rosha Makvandi
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引用次数: 2

摘要

目的本研究旨在探讨社会影响、环境关注和利他主义对消费者生态时尚购买意愿的影响。此外,本研究探讨了影响营销的基本行为结果,旨在加深这一领域的现有见解。设计/方法/途径为了获得所需的数据,作者调查了一组有购买环保服装经验的人。利用结构方程建模技术对研究假设进行了检验。结果显示,社会影响对个人情感情感的影响最为显著。此外,环境问题和利他主义对PIEF有显著影响。结果进一步表明,生态时尚的购买意愿反过来影响消费者参与eWOM和支付溢价的意愿。实践意义本研究的结果指导营销从业者对目标消费者进行细分,因为在社会文化背景下,消费者的自然需求和欲望的信息对时尚管理者深入了解他们的客户具有重要意义。这些信息还可以帮助他们找到更好的方法来设计他们的营销活动。原创性/价值这篇论文通过促进对消费者在购买服装时如何做出生态时尚消费决策的理解来促进研究,并为企业提供设计营销策略以促进生态时尚消费的管理见解,这有助于时尚公司发展可持续的时尚供应链。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
The determinants of eco-fashion purchase intention and willingness to pay
Purpose This study aims to examine the effect of social influence, environmental concerns and altruism on consumer purchase intention of eco-fashion (PIEF). In addition, this study, exploring the essential behavioral outcomes influenced in marketing, seeks to deepen the existing insight in this area. Design/methodology/approach To obtain the required data, the authors surveyed a group of people with previous experience in the purchase of eco-friendly apparel. The research hypotheses were tested using the structural equation modeling technique. Findings According to the results, social influence had the most significant impact on PIEF. Also, environmental concerns and altruism had a significant effect on PIEF. The results further indicated that eco-fashion purchase intention, in turn, influenced consumer willingness to engage in eWOM and pay a price premium. Practical implications The results of the present study guide marketing practitioners for the segmentation of target consumers, as the information on consumers’ natural needs and desires in a socio-cultural context is of significant use to fashion managers to understand their customers deeply. This information also helps them discover better ways of designing their marketing campaigns. Originality/value This paper contributes to research by advancing an understanding of how consumers make eco-fashion consumption decisions in purchasing apparel and provides businesses with managerial insights into devising marketing strategies to promote eco-fashion consumption, which facilitates fashion companies’ development of a sustainable fashion supply chain.
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来源期刊
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC Business, Management and Accounting-Marketing
CiteScore
9.10
自引率
0.00%
发文量
21
审稿时长
12 weeks
期刊介绍: Expected manuscript profile: SJM-ESIC is especially interested in submissions that include unique and novel contributions on the frontier of knowledge, focused on emerging areas relevant to academic research in marketing or even opening new research niches. New methodologies and techniques are particularly appreciated. SJM-ESIC welcomes a wide array of original contributions (quantitative or qualitative empirical analysis, critical literature reviews, meta-analysis, theoretical papers, agenda for future research, etc.), as well as research that cross the frontiers between marketing and other related areas. Submitted manuscripts can be focused on Spanish, Latin-American, but also any other relevant market. Agenda for Future Research: Considering the interest of the SJM-ESIC for unique and novel contributions on the frontier of knowledge, this section aims to create a space for critical reflection of new directions in which future specialized research in the marketing field should advance. The Agenda for Future Research section welcomes contributions outlining emerging opportunities in the marketing discipline derived, for example, from changes in consumers'' behaviour. New challenges in this evolving field might be also addressed. In sum, this section aims to propose new research avenues for marketing academics in order to inspire future research agendas. Leading researchers in the marketing discipline, either alone or in collaboration, are highly encouraged to contribute to this Agenda for Future Research section. Due to the particularities of this type of contributions, no restrictions on manuscript structure apply.
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